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Sumo Salad adds humour to health campaign

Sarah Stowe

Food franchise network Sumo Salad has rolled out a humorous marketing campaign focused on the nation’s health and playing off the government’s successful anti-smoking ‘Quit’ campaign.

With a 2009 ABS statistic showing that 62 percent of Australians are classified as overweight, Sumo Salad commissioned research based around the common ‘muffin top’ (extra flesh overhanging at the waist) and ‘manboob’ afflictions in an effort to gauge attitudes to healthy eating and living.

The results show that an alarming percentage of Australians are not only overweight but are not doing anything about it in terms of diet or exercise.

The ‘Quit’ campaign is the first time Sumo Salad have aired TVCs in Australia, with three different 15 and 30 second TVC’s released virally before they premiered on 25 October. The advertisements are the first phase of the ‘Quit’ campaign that will include more TVC’s, publicity stunts and marketing initiatives into 2010.

The three TVC’s can be seen at the following links: ‘Cankles’ ,Moobs’, ‘Muffin Tops’.